As Zeekr continues its European expansion, the Chinese premium EV brand is preparing to make a significant impact in the UK with the arrival of the all-new Zeekr 7GT. During the international first-drive media event in Marbella, Spain, our motoring journalist Tim Barnes-Clay caught up with Zeekr Europe CEO Lothar Schupet to discuss the brand’s ambitious plans, his transition from more than two decades at BMW, why he believes Zeekr can challenge the established premium players, and what the future holds for the fast-growing marque.
Tim Barnes-Clay: Before Zeekr, your background was with legacy brands. How has that shaped your approach?
Lothar Schupet: I spent more than two decades at BMW, starting as an engineer before moving into finance, commercial and leadership roles. So, various functions for the brands MINI and BMW. My final position was Global Head of Sales and Marketing for the BMW M division. That experience taught me every part of the premium automotive business, from retailers to global strategy. So, I’m a pure business guy.
Tim Barnes-Clay: Many motorists are only just discovering Chinese car brands. How do you explain Zeekr to someone who's never heard of it?
Lothar Schupet: We're not simply another newcomer from China. Zeekr is part of the Geely Group, which has enormous automotive expertise. At the same time, we've built Zeekr Europe with European leadership, European thinking and cars designed in Gothenburg, Sweden. Our ambition has always been to create premium electric vehicles with leading technology, outstanding craftsmanship and exceptional value.
Tim Barnes-Clay: The Zeekr 7GT cabin certainly feels premium, and the car inspires confidence on the road. Where will it sit on price?
Lothar Schupet: UK pricing will be confirmed closer to launch, but our philosophy remains the same. We'll position ourselves slightly below the established premium brands while offering significantly more standard equipment. Customers receive far more value without paying extra for long option lists.
Tim Barnes-Clay: Beyond the technology, what does driving a Zeekr say about someone?
Lothar Schupet: Our customers tend to be confident, modern and technology-focused. They're people who enjoy innovation and appreciate great design. They like standing out for the right reasons and want a car that's a little different from the norm.
Tim Barnes-Clay: Performance is certainly one of this car's strengths.
Lothar Schupet: Absolutely. Alongside rapid acceleration, you have features such as air suspension, massage seats, a head-up display and ultra-fast charging. It's premium without compromise.
Tim Barnes-Clay: And what about range anxiety?
Lothar Schupet: The technology has moved on enormously. This car can offer more than 400 miles of range, and with very fast charging, long journeys become much easier than many people still imagine. Education remains important because many drivers are making the transition from petrol or diesel for the first time.
Tim Barnes-Clay: Looking ahead, what's the long-term vision for Zeekr?
Lothar Schupet: Our mission is to accelerate the transition to sustainable mobility through class-leading electric vehicles. We're continuing to expand our European retail network, grow our model range and establish Zeekr as a genuine premium alternative. We want to become one of the brands customers naturally consider when shopping in the premium EV segment.
Tim Barnes-Clay: Who do you see as your biggest competitors?
Lothar Schupet: The traditional German premium brands – BMW, Audi and Mercedes-Benz – remain our primary benchmarks. Tesla is also an important competitor - our aim is to convince that, on the tech territory side, we are on the same level, while delivering a more premium overall ownership experience and a much better car.
Tim Barnes-Clay: Finally, what does the name Zeekr actually mean?
Lothar Schupet: The 'Z' stands for zero, the 'E' represents the electric era, and 'KR' comes from Krypton, the element that emits light when electrified. When I first joined, I suggested we might need to change the name for Europe because I thought people would struggle to pronounce it. Three years later, I completely changed my mind. It's distinctive, memorable and suits the brand perfectly.